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One in three (36%) of the UK’s online retailers are failing to offer customers next-day delivery, according to recent research, even though 46% of UK consumers rate it as their preferred option.

Ampersand Commerce’s study into the delivery offerings of the top 100 UK online retailers in May 2014 suggested that retailers should concentrate on offering next-day delivery ahead of click and collect. Some 46% of those who took part in parallel YouGov research said that given the options of next-day delivery, click and collect and same day delivery, they’d opt for next-day delivery. Some 21% opted for same day and 18% for click and collect.

The study also found that 44% of UK consumers would not be prepared to pay more for next day delivery, with 42% saying they’d pay up to £5. Some 49% have tried click and collect, with fashion (24%) and electrical goods (25%) the most popular items to be ordered using this method. Older consumers were more likely to have tried the method, with one in four of those testing it being 55 or over. Only 9% of 18-24-year-olds said they preferred this method above the other two.

The study also found that 22% of online retailers do not offer free returns, 60% offer click and collect, 64% offer next-day delivery, 11% same-day delivery and 91% of adults had had goods delivered to their home.

Darryl Adie, managing director at Ampersand Commerce [IRDX VAMC], said: “How online retailers optimise their delivery service will become a key differentiator in the next 12 months. Market leaders are already changing the definition of what next day means by offering later and later cut off times. The consumer demand and expectation for same day delivery is coming and online retailers who streamline their next day delivery now will be best placed to compete in that space.”